Chewy
New Product/Service for Assigned Company
In My GC 3760 Capstone course in Spring 2024, my group was assigned the pet supply company, Chewy. Our challenge was to break down and analyze the company in order to determine the best new product segment to introduce. It was determined that the best new segment to introduce would be a subscription service.
Connect the Tribe
The goal was to tap into the community of pet parents and demonstrate how committing to a subscription service will make them the best pet parent that they can be. We emphasized the ease that a subscription service would offer. Having food or medications delivered on a periodic basis ensures that the pet would never run out of food, time would be saved, and other products could be added onto the order. It makes the pet parent feel responsible.
Unconditional Love Delivered
Unconditional. Love. Delivered.
Three big words.
This was the big idea behind the subscription service. People are busy, but their pet is always there for them and offers them unconditional love. No one wants to forget about their pet or take the time to go to the store and lug the heavy bag of food back home. Chewy's subscription service would support the pet parent and make sure that they never forget something for their pet, making it even easier to love the pet back.
Advertisements
Advertisements were also created to specifically tap into the emotions of consumers. Again, the goal was to show pet parents that they can be the best pet parent that they can be with Chewy, so ads were created to show the bond between pets and their owners.